Become a 'Space Ranger'

In the original Toy Story, Woody -a popular cowboy doll- called playroom newcomer Buzz Lightyear a "toy” to which Buzz replied, “Excuse me, I think the word you’re searching for is "Space Ranger."

Was Buzz a toy? Sure. However, Buzz didn’t associate himself with the wide and general category. Instead, he showcased his unique attributes and features and refused to accept that he was just another toy among many. Doing this caused Buzz to stand apart from the pack and become the most popular toy around. Eventually he recognized he was indeed a ‘toy’ but had established himself as far more.

Generally, the goal of public relations and marketing is to make a brand, product or service stand out from the crowd, ultimately in order to increase popularity and sales. We can learn from Buzz not to position our brands, products or services as just more of the same. Instead, we should identify and proudly display our uniqueness and key differentiators. If we can find or create positive competitive differences to set ourselves apart from others that might seem similar, it will help us become the favorite or most valued and could take us “to infinity and beyond!”